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Despite travel cost, Colorado still a top destination

Colorado’s tourism industrycontinued to break records in 2007, welcoming 28 million domesticovernight visitors — an all time high for the state. This isColorado’s fourth year of consecutive growth according to theLongwoods International Colorado Travel Year 2007 report releasedby the Colorado Tourism Office. Overall, overnight visitors toColorado in 2007 increased four percent over 2006 (26.9 millionvisitors).

On a national scale, Colorado madeheadway. Colorado’s national share of marketable travel rosefrom 2.35 percent in 2006 to 2.5 percent in 2007. Marketable tripsare comprised of visitors who are not visiting friends orrelatives, stay in overnight commercial accommodations and areinfluenced by marketing efforts.

“The Colorado Tourism Office isextremely pleased with the Colorado Travel Year 2007 studyresults,” said Rob Perlman, chairman of the Colorado TourismOffice Board of Directors. “This study highlights the valueof tourism to Colorado and the major impact it has on thestate’s economy.”

Overnight marketable leisure trips saw anincrease of eight percent, surpassing the record set in 1992.Nationwide, marketable travel also grew, requiring Colorado toexceed this growth to make any real gains.

Travel spending in the state reached newheights as well. Overall domestic visitor expenditures reached arecord $9.8 billion in 2007, up ten percent over $8.9 billion in2006. Overall visitor spending led to double-digit increases inaccommodations, local transportation and recreation and attractionsexpenditures. Food and beverage saw an increase of three percentand retail an increase of six percent in visitor spending.

For the first time in 2007, Longwoodsmeasured the volume and value associated with day travel in thestate. In 2007, Colorado counted 21.5 million day trips, mostoriginating in state. These day trippers spent an additional $1.3billion, or 12 percent of all travel-related expenditures for atotal of $11.1 billion.

“Colorado’s market shareincrease is extremely significant given the intensely competitivenational marketplace,” said Kim McNulty, director of theColorado Tourism Office. “It continues to validate thatmarketing and promotion investments are furthering Colorado’srecognition as a top tourist destination.”

Colorado remains solidly in first placenationally as an overnight ski destination, maintaining a huge leadover rival Western and Northeastern states with 20 percent marketshare. Colorado also retained its position as a top ten outdoorvacation destination with 3.6 percent of the national marketshare.

The increase in marketable trips reflectedgains in touring, special event and resort trips. There were alsogains in visitors coming on city, business-pleasure and casinotrips. Outdoor trips now comprise the largest segment among thosevisiting Colorado on marketable leisure trips. The state now ranksninth in the country for outdoor trips, with a 3.8 percent marketshare in 2007.

Aside from Colorado itself, the top statemarkets for Colorado visitors are Texas, California, Arizona,Illinois, Florida and Kansas.